|
|
Economic and Clinical Value as Marketing StrategyIn the face of an array of steadily growing pressures, including rising product development costs and greater pricing sensitivity, pharmaceutical and medical device companies are struggling to meet new requirements. Payers are demanding clinical and health economic data before agreeing to reimbursement at premium, or even par levels. The entire industry is now being seriously challenged to demonstrate the value proposition of their products to payers and other stakeholders and this challenge is accelerating. In response, many companies are now working to recognize and incorporate the needs of all stakeholders (payers, patients, physicians, providers) in the product development process and develop products that meet unmet needs and provide real value.
|